Assessing Festival Attendees' Behavioral Intentions Through Perceived Service Quality and Visitor Satisfaction

Abstract

This study examines the festival attributes with the most significant impact on attendee quality perception, and subsequently the relationship between quality, satisfaction, and the likelihood that attendees would revisit and recommend the festival to others. Data were collected via self-completed questionnaires at Worcester city with particular focus on Worcester festival, which is an annual community festival staged for 2 weeks in the summer. Perceptions of attendees were analyzed and the findings support the view that festival attributes determine perceived quality and that quality has effect on satisfaction and behavioral intentions. This study contributes towards the understanding of festival attendee service quality perception, satisfaction, and subsequent behavioral intentions. The research implications were discussed and recommendations for future research and industry managers were made.